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You can use anything you like in the "URL Key".
The QIE HTML Forms module is being deprecated and will go away in a future release. It is recommended that you use a channel with an HTTP Listener which can be configured to serve up and process forms similar to the existing QIE HTML Forms module functionality. Using an HTTP Listener has the added benefit of being able to respond to AJAX calls to serve up more responsive and interactive forms.
I've attached a sample channel that simply responds with a web page.
https://www.qvera.com/kb/?qa=blob&qa_blobid=15587575993745535216